Case Studies

Dr. Rajagopal has developed over 50 business cases with focus on marketing, sales and business strategy. Many cases authored by him are published in various text books and international case research journals. All cases authored by Dr. Rajagopal have been used by the students of undergraduate and graduate management programs at Monterrey Institute of Technology and Higher Education, Mexico as well as in other business schools of Asia and Europe. Here are some recent case studies published by Dr. Rajagopal.

Center for International Cases (CIC), of Tenologico de Monterrey has published long cases with teachig notes authored by Dr. Rajagopal. These cases may be viewed at the CIC web site. ﻿Full text of cases can be obtained by registering with CIC.

Crimson Nectar Blows Up in Board RoomCase Title or Subject

This case presents an approach of a brewery that tries to market thenew generation non-alcoholic exotic fruit drinks made of fresh cherries underthe brand name Crimson Nectar in the Latin American market in dramaticallychanging consumer behavior. This case has been developed as a simulationexercise to demonstrate the boardroom intricacies in formulating the marketingpolicies for new products. The discussion is presented in a narrative way todemonstrate board meetings in a company. The case also focuses the conflictsfaced by companies in developing marketing strategies in a competitive marketenvironment. View Details

Coca-Cola Femsa (A): Shifts in Sales Strategies

Coca-Cola Femsa markets its products in a variety of returnable and non-returnable presentations to meet and unlock demand. However the success and profitability of the company emerges from the efficiency of team-work. Qualitatively, the company aims at performing business with creativity, discipline, flexibility, and efficiency of employees that would encourage the company to keep its operating costs low and brands on top. The case discusses the process of order taking and managing supplies in reference to the task, thrust, time, target and territory (5Ts) of market area. Also the application of IT led distribution strategy has been examined in the case.Details on Request

Coca-Cola Femsa (B): Business Performance and Strategy Development

The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage served the Company well today as people seek brands that honor local identity and the distinctiveness of local markets.The case discusses the role of organization in providing better venture partnering between the parent company and local ventures and to improve its performance and gain competitive advantage in the market. Details on Request

ING Commercial America: The Virtual Sales Office

ING Comercial America was a Mexican company and a leader in the insurance, pension benefits and guaranties industry, providing financial services to people who were engaged in developing new projects in Mexico. The company had implemented sales automation through the Consult-Ing project as a tool accelerate the customer prospecting activity and fence the switching options with the customers. However, sales force did respond enthusiastically to the automation process and laid back on the traditional approaches of prospecting customers and selling of services. It was observed that the sales promoters were more comfortable following the traditional tracking approaches than surfing through the web to get instant access to their status . The major problems identified for the slow receptivity to the sales automation process were more cognitive than organizational.Details on Request

This case study uses the qualitative market information to delineate the success of private brands of Wal-Mart in Mexico and discusses the branding and communication strategy to lead business in the competitive marketplace.﻿

This case discusses the e-commerce plan of new online grocery company in Mexico, MexGro, which is planning to emerge as low cost outlet as compared to the brick and mortar establishments in the market. MexGro is an online grocer with a round the clock call center to process phone based orders and to provide customer support.﻿

Business Cases

Cases prepared in collaboration with students of ITESM-CCM School of Management (Published by the Tec de Monterrey, Mexico City Campus under the aegis of Centre for Latin American Studies),